A chart tracking every single spot would be a unreadable morass of intersecting lines, so I focused instead on a subset of Super Bowl spots that used celebrities to sell -- tracking both the brand and the celeb to see which had more Twitter buzz. (The Letterman-Leno-Oprah spot, which was off the charts on Twitter, is excluded from this mix because it was a CBS house ad. Interestingly, the hyphenate term "Letterman-Oprah-Leno" hit Twitter's trending topics lists primarily because of people tweeting links to New York Times coverage of how the spot was made, rather than buzzing about the spot itself.)

Coca-Cola: Hard Times

An informal review of sentiment -- conducted by checking the 50 most recent tweets that name-checked both a given brand and its associated celebrity (e.g., Megan Fox and Motorola) -- suggests that, at least with this subset of spots, consumers were mostly very happy with the match-ups. For instance, Coke triumphed with its Montgomery-Burns-in-the-poor-house Simpsons spot, with both brands getting name-checked appreciatively.

Future Brett Favre got a lot more Twitter lift than the Hyundai, the brand he was hawking.

Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr, a social- and digital-media tracking service. More background here. A basic Trendrr account is free; Trendrr Pro, which offers more robust tracking and reporting tools, comes in various paid flavors (get the details here).

Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.